Searching For Your Ideal Customers? Ask Yourself These 2 Questions

It happens to everyone at some point in the course of their business. The questions creep in, and then plague you, Lady Macbeth-style. “Where are my ideal customers?” “Why isn’t anyone buying from me?” “What do they want???”

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You stay up at night trying to figure it all out!

Here’s the truth: there are only a few different ways for people to people become your customers:

  1. They find you. Might be through word-of-mouth of an actual customer or an interested lead, a Google search, or aimless Twitter browsing. It can happen, and it’s something to strive for, but it’s really important not to rely on this method of gaining customers unless you thrive on rolling the dice when it comes to your monthly earnings.
  2. You target a specific group of people and it’s the right group – and they buy! Your very-specific content gets consumed by the right audience, your email marketing reaches the right inboxes, and/or your paid advertising is super attractive to the people who didn’t even know they needed you until they found you.
  3. You target a specific audience, find out it’s the wrong audience, but it clarifies who the right group is…and some of those wrong group are actually still right.

So what’s the best, most non-torturous method?

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Really focus your attention on a VERY specific group of people and make sure your marketing, content, and offerings speak to those people.

Here are the questions to ask yourself (the healthy, non-plaguing-you-at-night kind):

  1. Who is my product for? Don’t be afraid to get specific; the more you can fine-tune your targeting, the better your marketing is going to get.
  2. Does this copy/content/page/newsletter/tweet speak to the kind of person I’m trying to reach? Put yourself in their shoes and every piece of copy or content will be clearer on how your product or service can solve a problem for them. Check out this 1-min video on how I get into the correct writing mindset for just about everything I write.

If you focus on those questions and build your marketing strategy around them, you’ll find the right audience to target for your business. Beyond that, more and more people who actually need to become customers will find you through more word-of-mouth, more Google searches, and more social media browsing. See how that nice cycle works?

Go get some sleep – as soon as you find your ideal customers, there won’t be enough hours in the day to serve them!

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About Laura Roeder

Laura Roeder is a social media marketing expert who gives businesses of all sizes the tools they need to make their mark on the web. She is the creator of the social media scheduling software Edgar, as well as social media marketing web courses like Creating Fame and Social Brilliant.


  1. Ok This is great. I have been wrecking my brain about this question.
    Who is my product for? How specific do you I need to be?

    I used to be a luxury shoe buyer and retailer and I have extensive accounting and finance experience. So My product is accounting and finance training products for small business- and naturally I want to target fashion related designer, retailers.

    My question is it too specific to target a specific group?
    Or when you say Who? What specifically are you referring to.. Thank you for any feedback. I have been going back and forward on this. I feel I can’t move forward until I get this write.

    • Claire @ LKR says:

      Hey Malaika,

      I totally hear you and the concerns about getting too specific. But think about it this way: you’ll have a MUCH better results with the audience you want to reach if you’re really marketing to them and not a much wider group. Designers and retailers have different problems and need different solutions than your average small business. If you think that the pool of fashion-related small business is too small, let Google be your guide and see how many prospective clients you have around the globe!


  2. Sometimes it is scary to narrow down your target audience but it does make a lot of sense. Also I feel its totally OK to say no to your non ideal customers and wait for the right ones.

  3. I’m a portrait artist, and my buyers are mostly woman in their 40s to 50s. I check my Facebook Page stats, and it’s highly concentrated in the age bracket of 45 to 54 (32%), closely followed by 35-44 (28%), mainly women. Problem is, how do I understand them? Thank you for your feedback.

    • Claire @ LKR says:

      Hey Lucy,

      That’s awesome that you’ve been able to notice a specific age group to focus your efforts on. I think the next step would be to find out everything you can about women in that age range who are interested in your products. A great way to do that is to talk to women who have already bought from you; find out what it was that drew them to your work and what is/was going on in their lives at the time. If you can put yourself in the shoes of your potential customers, you’ll get a better understanding of what struggles and concerns they have in order to address them in your marketing.

      Hope that’s helpful, Lucy!

      • Thank you, Claire. I can’t agree more, and I have been wanting to ask them. I would love to meet them face-to-face, but it is not possible yet as we live on different continents :) How should I ask them so I won’t appear rude or invading their privacy etc.? Thanks.

  4. Hi Laura,

    Finding the customers and moreover, finding the right customers is the key behind success of every business but as mentioned in your post, the million dollar question is how to reach them. Thanks for sharing your thoughts about making a convertible reach but one question still remains unanswered that how many conversions are going to take place!

  5. What a brilliant post. All of the confusion falls away when you focus on your perfect clients because it doesn’t take that long to really begin to understand them.

    That’s the power of niche marketing. Awesome.

    • Erin @ LKR says:

      Exactly, Rachel. Just keep your focus on your ideal client and it will make much more sense!

  6. Who is my product for? Study can provide a backbone to your business, and then tuning towards your target, to find out a right customer can be the base of a successful business. Hear the term tuning mans find out the need of your product in a segment of customers and then find out or generate the market for your product is a right business policy.

  7. Hell YEAH! This is what I harp on about all the time. If you don’t know who your ideal client/customer is, you’re losing out big time.
    Your marketing becomes so much easier once you’re clear on who your ideal client is.